Concept development the moodboard is take from my personal Pinterest homepage it shows real range in references editorial typography collage brutalism fashion nature which tells you the concept wasn’t forced from a single influence but built from a genuine process of exploration and elimination. The three poster directions that came out of it (the clean editorial 5aday, the dark collage “fruit? Yes please”, and the infographic ‘Clean Your Plate’) each feel like a distinct conceptual answer to the same brief which is exactly what good concept development looks like.
Narrative each poster has its own voice. The 5aday editorial treatment feels authoritative and confident almost like a magasine front cover giving fruit cultural status. The “fruit? Yes please” collage is more conversational and playful almost seductive. “Clean Your Plate” takes a functional angle framing food as medicine. Together they show an understanding that a campaign can have a single message communicated through different narrative tones depending on the audience or context.
Cross-platform thinking the mockups do a lot of work here seeing the posters on billboards, street hoardings, and underground panels shows these weren’t designed in isolation. The 5aday design in particular holds up at scale the bold type and clean image reading clearly from a distance. Placing them in real environments tests whether the concept actually survives contact with the world which is a sign of considered art direction thinking.
Connectivity and consistency across all three directions the subject fruit and veg stays central, and the NHS 5 a day message anchors each one. The consistency isn’t in style but in intent, each poster is asking the audience to reconsider something ordinary as something worth paying attention to. That shared purpose is what ties them together as a campaign family rather than three unrelated posters.
Presentation –Development Research Blog
Presentation Video
Reference
All images used in order to create all of the visual were taken from adobe stock free collection.
Adobe Stock – Free Collection (2026) https://stock.adobe.com/uk/free [Accessed 28/02/26]